Marketing, Storytelling, & Brand Strategy
LATEST PROJECTS
Project | 1
Author of Accredited Consumer Research Paper
Investigating the Perceived Value of Secondary Packaging for Luxury Goods
2021-2023
Independently researched the value of product packaging of luxury items and its impact on consumers’ post-purchase experience. This research is the first of its kind in understanding an important and understudied area of post-purchase consumption of secondary packaging for luxury brands, how Gen Z luxury consumers interact with packaging, and packaging's impact on customer value perceptions. Wrote accredited 90 page academic research paper that is used by marketing/ branding industry professionals and luxury brands to better understand their customers and grow their businesses.
My research paper and documentary film were accepted into the global 2023 Association for Consumer Research (ACR) Conference, I was the only undergraduate researcher to be invited to present. I traveled to Seattle, WA and presented to PhD students and academic researchers worldwide.
Click here to read my research paper.
Project | 2
Market Research & Consumer Insights Consulting
​2020-2023
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Supervised 5 dynamic teams, managing 5 brand accounts DICK'S Sporting Goods, Red Bull, Nationwide, Culver's, and Eagles Nest Outfitters (ENO). I performed competitive market research transforming data into marketing intelligence for our clients.
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Click here to view one of my team's client presentations!
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My Impact
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Red Bull: Inspired flavored Red Bull Sugar Free energy drinks, watermelon & Apricot-Strawberry flavor
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DICK'S Sporting Goods: Inspire CSR initiatives to focus on Athlete's Mental Health causes
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Nationwide: Inspire customer data-sharing transparency through their Consumer Privacy Policy​
Project | 3
NetJets
Marketing Internship
2021
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I participated in a nine-week Marketing Internship with NetJets in Columbus, Ohio during the summer of 2021. NetJets is the world's largest and longest-running private jet operator, founded in 1964. NetJets is a Berkshire Hathaway Company, owned by Warren Buffet. Led by their commitment to safety and service, they have a fleet of more than 1,000 aircraft worldwide.
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As an intern on the Marketing Team, I gained experience across all their marketing channels. I formulated targeted social media strategy, planning, competitive audits, KPIs, and content creation for luxury brands NetJets, Executive Jet Management (EJM), and Quarter Share Partners (QSP) across platforms Instagram, X, LinkedIn, & YouTube with a following of over 450,000 users. I designed and executed photo shoots that showcased NetJets' unique in-flight experiences (celebrations, birthdays, holidays, anniversaries, etc.) increasing social engagement by 5% in 3 months. Supported overall marketing efforts to create impact through sponsored events, social platforms, digital, paid media, website, and email.
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​Collaborating with the Market Research and Business Insights team, I produced a consumer survey garnering 300+ responses learning brand and lifestyle behaviors of young adults, informing the innovation of owner gifting ideas. I directed business development, leveraging luxury audience and NetJets owner research to identify lucrative partnership opportunities that facilitated regional brand expansion, propelling 20 leads through the sales pipeline in 6 months.
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Click here to see my final internship capstone I presented to NetJets CEO, Adam Johnson, and other executive level leadership. ​
Project | 4
ClearDefense Pest Control
In-Class Brand Marketing Internship
2021
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As part of a Brand Management course at Ohio University I got the opportunity to participate in an in-class brand marketing internship working with the company ClearDefense Pest Control based in North Carolina. In the class, my team was tasked to rebrand the pest control company to include digital marketing efforts, identify untapped business growth opportunities, and outline a marketing strategy plan. We created a complete rebrand for CDPC designing a modern unified look that aligned with our proposed brand outlook. We gave a final presentation of our project at the end of the semester to the CEO of CDPC and other associates. ​
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My team was chosen by the CEO of the company for creating the most impactful brand portfolio by presenting innovative ideas and strategies that modernized and elevated their company.
Click here to see our completed CDPC Brand Guide.
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Project | 5
Glitz by Gretchen
2020- Present
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Click here to view my portfolio of custom designed sequin glitz jean jackets, hand sewn by me!
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After my first year of college, the pandemic hit during the summer of 2020. Instead of letting it deter my career ambitions, I explored my entrepreneurial spirit. With a strong creative background, passion for fashion, and experience in sewing/design, I innovated a way to use my skills to create a unique product that couldn't be found anywhere else.
I launched my small business, Glitz by Gretchen, where I manage all aspects of the business including financing, marketing, design, production, and fulfillment of orders. Since May 2020 I have gained over 450 followers on Instagram, promotions through social media platforms, and sales revenue. I have established positive long-term relationships with my customers who have promoted my business on their social media and recommended me to their friends and family. ​